Kewpie Is Coming To America In A Big Way

If you’re at all present in the food social media space, then you’re certainly aware of Kewpie mayo. But, just in case you don’t, it is an extra-creamy, umami-forward Japanese mayonnaise. And, over the past half-decade or so it’s taken on a life of its own in the global food scene, but particularly in the United States. 

Videos by Sporked

You see, Kewpie was a Japanese mayonnaise long before it was trendy on social media or in the United States in general. But, that doesn’t mean that it didn’t have any cultural standing here in the States either. In fact, Kewpie’s mascot was designed by American illustrator Rose O’Neill in 1909, right here in the United States. When the mayonnaise company picked up the illustration to be the face of its product, the historical connection between the United States and the brand was a bit lost. But seeing as the mayonnaise’s notoriety is on the rise here in the United States, the beloved mascot is coming home for a cultural tour and some long overdue celebrations.

Experience The Legacy

Starting this week, Kewpie is beginning their seven week-long tour in the United States to celebrate “food, culture, and the simple joy of a shared meal.” The iconic character will be brought to life as a mascot to help celebrate the return of the character to the United States over a century later. The company is emphasizing that the celebration throughout different Southern Californian locations serves as “a reminder of the connections that food can create.”

Honestly, we couldn’t think of a better time to embark on this tour in the United States, as the product itself has never been more popular here in the states than it is now. It’s in most grocery stores now as a standard addition to condiment aisles in a way that I don’t think we could’ve predicted just a couple of years ago. But the taste speaks for itself, and the bottle is simply irresistibly charming.

The tour itself will be led by the Kewpie food truck serving Japanese food staples that utilize the mayonnaise, such as the iconic Kewpie Egg Salad Sandos. As of now, we know for sure that they will be present at the OC Japan Fair in Costa Mesa, Smorgasburg LA for two weekends, the Santa Monica Pier, and at the iHeartRadio Jingle Ball in December to top it all off. The Kewpie company has made at a point to emphasize that there will be more stops throughout this tour, but that they are simply not be ready to be announced yet.

But there’s more to love at the tour than just food, too. A rotating lineup of Kewpie swag will be available, and a a curated trip to Japan will be available as the grand prize to fan experiences throughout the tour. Our only complaint is just how limited this tour is in terms of geographic availability. Hopefully this is just the beginning of these celebrations here in the states as Kewpie continues to grow.